What's Selling In: Ballarat, VIC
In 1851 gold was discovered near Ballarat and the influx of over 10,000 miners in less than a year transformed it from a pastoral town into Victoria's largest city. With such a history it is not surprising the locals today still have an excellent nose for good offers. "My customers are looking for high quality and good value for their money", says Stryde owner Sarah Knowles. Male and female professionals aged 30 and older frequent her shoe and accessories boutique in Sturt Street.
The classic tree-lined boulevard featuring beautiful gardens and historic buildings personifies the charm of Ballarat. Nevertheless many locals leave town to go shopping in Melbourne, which is an easy 75-minute drive away.
Ballarat store owners like Knowles have tried various things to keep their clientele loyal and in town. Apart from the personalised service including a website, offering to hunt down specific items for customers, Knowles tries to beat Melbourne prices: "My prices range up to $200," says Knowles. "Especially medium heels with a bit of decoration and perfectly fitted half boots from brands such as Alex & Alex and Peeptoe are currently requested by female customers", she adds.
The fashion-oriented offer secures her boutique Stryde a niche in Ballarat's fashion retail. Occupying such a niche is more and more important as she finds the competition not only in the alluring bright lights of the big city but also in town.
With three major shopping complexes, Central Square and the Bridge Mall in the central business district, and Wendouree Village at Wendouree the 88,000 inhabitants of Ballarat have quite a variety to choose from. Local boutiques compete with major chains such as Myer, Target, Sportsgirl and Jeanswest.
No wonder stores like New Generation Clothing, which can be found just opposite Target, have to offer their young fashion-savvy customers competitive prices.
"Our clients are mostly between 15 and 25-years-old. They want exciting brands, but they also want good prices", says sales assistant and menswear buyer Molly Young. "Guys currently look for shorter shorts, ending just above the knee, and girls go for the ultimate dress", she explains. At New Generation Clothing a dress costs between $60 and $120, with best selling brands including Minkpink, Urbanology and Mooks.
If Young constantly tries to find new labels for the store to keep one step ahead of the competition, Stryde's Sarah Knowles, also summarises Ballarat's needs as "fewer discount stores more fashion".
It seems the challenge for the town's store owners is to convince shoppers they really have struck gold when they find a great fashion piece, as opposed to a standard bargain. The local mining genes have undoubtedly worked their way into Ballarat's retail psyche.
Lowdown
Population: 88,000
Location: 110km north-west of Melbourne
Stores: A mix of local and national stores including Stryde, New Generation Clothing, Coco Pink, Myer, Target, Sportsgirl and Jeanswest. The three major shopping complexes are Central Square, Bridge Mall and Wendouree Village.
By Carolin Schoengarth